.Gang Starr furthers the excitement by unveiling the video for “Family and Loyalty.” Directed by Fab 5 Freddy and shot on location in Harlem and Fayetteville, NC, the video features special guests J. Cole and Guru’s son Keith Casim.
“Family and Loyalty” is the first Gang Starr video ever filmed without Guru being present in physical form and that fact wasn’t lost on Premier. “Everything is very emotional and raw, because he’s not here, but his spirit is here” Preem commented. “We shot the first half of this video on Cole’s turf and we had a very limited window in North Carolina. Fab 5 Freddy called me and he was really worried he would not be able to fly in from New York due to Hurricane Dorian. I told Freddy that Guru was piloting the flight and he would get him here safely and on time; and he did.”
When discussing concepts for the video, DJ Premier went in with a very clear vision to share with Fab 5 Freddy. “We have so much unused footage together (Guru and Premier), and with Guru’s lyrics I visualized him in the video as a picture book, a photo album that would capture our journey.”
Another very special and surreal aspect of Gang Starr’s “Family and Loyalty” video is that it captures a true full-circle, coming of age moment, as Guru’s son, Keith Casim, is an integral focus of the video. “Keith was nine when his father passed away and he is now nineteen. I used to babysit him. He (Guru’s son) made me feel like Guru was there with me” Premier lovingly stated. “I told him he has the same look in his eyes as his Father and everyone on set commented on how striking the resemblance is. It was really important to me to have Guru’s son be a major focus of the video. Keith is starting to really understand the legacy his father left behind and the whole team is sharing so many stories with him. We are honest with him, how much fun Guru and I had, the bad times, we are not sugarcoating anything; we want him to know his Father.”